品牌力----眼镜零售企业发展的源动力管理（Brand power the source power management of glasses retail enterprise development）.doc

品牌力----眼镜零售企业发展的源动力管理（Brand power the source power management of glasses retail enterprise development） With the change of social economic environment and the increasing intensity of competition in the industry, more and more problems are encountered in the operation of the glasses retail enterprises: ? no increase in turnover; ? with the rise in prices, social average wages are also rising, the wages of employees must follow up, otherwise the stability is getting worse and worse; ? rents have gone up by 10% this year; ? competition is more and more intense, and the edge of a supermarket, the unit price is not easy to put up; ? suppliers demand growth every year, otherwise it will compress my year-end rebate; ? with the development of network marketing, the price transparency of glasses is getting higher and higher, and consumers and consumers are becoming more and more rational. Faced with a series of market situation, the glasses retail enterprises are actively thinking about a problem: how to expand market share? How to increase the profit? To expand the market share, in addition to the continuous expansion of stores, we must retain the old customers at the same time, attract more consumers to store consumption. So how to attract consumers to the store, now widely used in industry is by way of promotion, preferential prices to attract consumers, but the research shows that the price competitive advantage can only last about 60 days, in other words, to maintain the competitive advantage in this way, it must be long-term promotion, but the long-term special offer promotion to the enterprise bring the loss and damage the profit of price system. Relevant experts through the study of various factors affecting the competitive advantage of enterprises, it is concluded that only the brand to the enterprises competitive advantage is long-term, almost sustainable. Brand has recently become a hot word industry discussion, the 2011 summit will be brand building as one of the